R/GA leads shortlist for Campaign Creative Tech Awards

R/GA leads the Campaign Creative Tech Awards shortlist with a total of five entries.

R/GA's work for Nike was featured four times on the shortlist
R/GA's work for Nike was featured four times on the shortlist

The Interpublic agency is followed by AKQA which has four entries on the shortlist.

The newly launched awards is aimed at recognising ingenious and collaborative thinking in the use of technology across marketing, advertising and media.

The judging was chaired by Google UK consumer marketing director Graham Bednash.

Bednash led a judging lineup that includes: Anna Rafferty, director of digital marketing, BBC Worldwide; Ed Freed, chief operating officer, Code Worldwide; Matt Gee, head of digital transformation, Isobar; Victoria Buchanan, executive creative director, Tribal Worldwide London; and Scott Ross, chief technology officer, international at DigitasLBi. 

The final results will be announced on 12 June during an awards night celebration at The Tower of London. 

The post-event scrum which will showcase some of the winning work will take place on 5 July. 

The shortlists in full:


Best attribution study

  • AdRoll for Adroll: "State of Marketing Attribution Research Report".
  • Flashtalking for Monarch Airlines: "Monarch Airlines Cross-Device Attribution"
  • InSkin Media for InSkin Media: "Through the Eye and Into the Brain – Moving from Viewability to Visual Engagement"

Best use of experiential technology

  • Cheil Worldwide London for Samsung: "Gear S3 World Choir"
  • Digital Cinema Media for Xbox: "Xbox: Forza Horizon 3 4DX"
  • Ketchum for Philips Lighting: "2030: Smart City Life"
  • Ksubaka for Mondelez Milka: "Moments of Tenderness"
  • Rapp for Virgin Media: "Netflix The Crown: 'Corgi Cam'"

International technology-powered campaign of the year

  • Infectious Media for Expedia: "Rewiring Expedia's global media buying with programmatic"
  • QDOT for Google: "Google Play"

Most creative personalisation

  • AKQA for Barclaycard: "Barclaycard presents British Summer Time Hyde Park: The Great British Music Showdown"
  • MEC for B&Q: "B&Q Paint Pro's- Dynamic Colour Matching"
  • R/GA for Nike: "Nike On Demand"
  • R/GA for Uber: "Year With Uber"
  • The Championships for Wimbledon: "The Wimbledon App 2016 - Create My Story"

Most effective programmatic creative

  • Hostelworld Services Ltd for Hostelworld: "Inspiring Surfers Through the Power of Programmatic"
  • Periscopix for Legal & General: "Dynamic Creative Increases Conversion Rate by 105%"
  • Ve for Nissan: "Nissan CARED4 Campaign"
  • Zenith for Costa: "Costa Cortado"

Most effective use of AI

  • Havas London for ITV News: "Eagle Ai"
  • LoopMe for Yorkshire Tea: "How AI delivered for Yorkshire Tea"
  • MEC UK for Thames21: "Thames Pulse"
  • MullenLowe Profero for Diageo: "Diageo - Malts Bot"
  • Zenith for Aviva: "Aviva AI"


Best audience engagement

  • AKQA for Barclaycard: "Barclaycard presents British Summer Time Hyde Park: The Great British Music Showdown"
  • CHI&Partners for TalkTalk: "FX Star"
  • HSBC for HSBC: "HSBC Now Share"
  • Possible for Adidas: "Breaking The Pattern With Adidas Glitch"
  • Posterscope for Braintree: "The Tour de Tech"
  • R/GA for Nike: "Nike On Demand"

Best use of customer insight

  • Mercurytide Limited for Faithful+Gould: "Employee empowerment and data visualisation"
  • R/GA for Nike: "Nike On Demand"
  • Girl Effect for Girl Effect: "TEGA (Technology Enabled Girl Ambassadors) - Girl Effect"

Breakthrough technology award

  • Bitposter for Bitposter: "Bitposter - the leading automated platform for trading out of home (OOH) media"
  • Digital Cinema Media for Airbnb: "Airbnb: Live There"
  • MysteryVibe for MysteryVibe: "MysteryVibe Crescendo - the world's most advanced vibrator"
  • R/GA for Nike: "Nike On Demand"
  • SuperAwesome for SuperAwesome: "REX: The first kid-safe programmatic solution"
  • The Virtu Group for The Virtu Group: "Scope"

Customer experience award 

  • Code Worldwide for Castrol: "The Castrol Connected Car"
  • Huge for Enel: "Enel Digital Transformation"
  • Moving Picture Company for John Lewis: "John Lewis Interactive Christmas VR Experience 'Buster's Garden'"
  • MullenLowe Profero for Diageo: "Diageo - Malts Bot"
  • Possible for Adidas: "Breaking The Pattern With Adidas Glitch" 

Tech for good award

  • TMW Unlimited for Proximity: "Proximity Button"
  • White October for Oxford Health NHS Foundation Trust: "Let's Talk FGM"
  • MEC UK for Thames21: "Thames Pulse"
  • Neighbourly for Neighbourly: "Neighbourly"
  • Posterscope for Cancer Research UK: "Smart Benches"


Agency/tech collaboration of the year 

  • Celtra for Ubisoft: "Ubisoft's For Honor captures user attention with 360° Video"
  • Discovery for Eurosport: "Ford and Eurosport Live Ads"
  • InSkin Media for Ebay: "Ebay Xmas gifting"
  • MEC for Public Health England - One You: "One You Health Stop"
  • RadiumOne for RadiumOne: "ITV AdSync+ - A Global First Connecting Live TV & Online Sharing"
  • Stink for Twitter: "Twitter – See What's Happening" 

Integrated campaign/technology of the year 

  • AKQA for Barclaycard: "Barclaycard presents British Summer Time Hyde Park: The Great British Music Showdown"
  • Rocket for UKTV Play: "UKTV Play: Smart from the start"
  • Saatchi & Saatchi for Direct Line: "Fleetlights: A Direct Line Initiative"
  • SharpEnd for Malibu: "Because Summer for Malibu"

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